BENCHMARKING OF CHEMINOVA INDIA’S (IMAGE) PRODUCT
AND SERVICES WITH RESPECT TO COMPETITION
IN THE FRUIT AND VEGETABLE SEGMENT OF CROP
PROTECTION INDUSTRY IN NASHIK MARKET
By
TARLE RAVINDRA KASHINATH
1116
Summer Internship
PGDABM 2011-2012 BATCH
UNDER THE GUIDANCE
OF
Proff. CHIRAG RATHOD
Submitted to
CHEMINOVA INDIA LTD
MAY-JUNE 2012
CENTER FOR MANAGMENT EDUCATION
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE
MANAGEMENT
Sector-30, Gandhinagar
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 2
PREFACE
Practical study plays a vital role in the field of education. How management principles
are implemented in business can only be known through practical study, students can be very
well aware about industrial environment like problems, opportunities, different situations etc.
this helps the student for better understanding and also gives them a chance to show their
skills and ability.
This report throws lights to one of the key sector of Development. Agro-chemical
Industry, which has in the limelight due to its rapid development and emergence as a major
contributor to the export of country, which will lead towards the economic progress of the
country.
The report seems in such a manner that can give comprehensive and relevant aspect
about the Agro-chemical Industry and especially with respect to the Retailers’ Perception,
which is racing towards capturing the large part of Agro-chemical market of the country. The
project reflects on what are the Consumers’ expectations from the company through the
medium of consumer.
I hope that the report is fulfilling all the requirements as per the rules and regulations.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 3
ACKNOWLEDGEMENT
I express my sincere gratitude to Cheminova India Limited for providing me chance
to be a part of such a reputed organization.
I would like to meet this opportunity to express my gratitude towards Mr.Soumendu
Gosh (Head-Marketing and Business Strategy) for providing me an opportunity to work as a
trainee.
I am thankful to Mr. Sushil Desai (Sr. Product Manager) Cheminova India Ltd.
Mumbai and also express heartiest gratitude to Mr. Amit Padol (Divisional Sales Manager)
Cheminova India Ltd, for granting me the permission to carry out this project in his esteemed
organization and for offering the dedicated guidance, valuable opinions, suggestions and the
much needed encouragement throughout my project work.
I would like to thank Miss. Pallavi Patil, Mr. Chaudhari sir, for their support and
entire Cheminova staff of Nashik for supporting me directly or indirectly for completing this
project.
I take immense pleasure in thanking Dr. A k Asthana, Regional Director of URICM
Institute of Management, Gandhinagar. Miss. Neelu pandey, Programme Director (PGDM-
ABM) for having preceded me to carry out this project work.
I also express my sincere thanks to Dr. Chirag Rathod, under whose guidance I
pursued my project and without whose kind help this project would not have been possible.
I would also like to express my sincere thanks to my parents for their blessing & all
respondents for their cooperation. I am extremely obliged and highly thankful to all those
who have contributed to completion of this project in my ways.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 4
CERTIFICATE BY THE SUBJECT GUIDE
This is to certify that Mr. Ravindra Tarle, student of PGDBM Agri-Business
Management 2011-13, has completed the research and Project on the topic
‘‘Benchmarking of Cheminova India’s (Image) Product and services with
respect to competition in the fruit and vegetable segment of crop protection
industry in Nashik Market”.
The Project is based on the work done by the candidate himself and fulfils the
requirement of the project necessary for partial fulfillment of the PGDBM -
Agri-Business.
To the best of my knowledge and belief, the work has not been submitted
anywhere else for award of any diploma.
I wish them every success in life.
Mr. Chirag Rathod.
Faculty Guide
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 5
CERTIFICATE BY THE SUBJECT GUIDE
This is to certify that Mr. Ravindra Tarle, student of PGDBM Agri-Business
Management 2011-13, has completed the research and Project on the topic
‘‘Benchmarking of Cheminova India’s (Image) Product and services with
respect to competition in the fruit and vegetable segment of crop protection
industry in Nashik Market”.
The Project is based on the work done by the candidate himself and fulfils the
requirement of the project necessary for partial fulfillment of the PGDBM -
Agri-Business.
To the best of my knowledge and belief, the work has not been submitted
anywhere else for award of any diploma.
I wish them every success in life.
Dr. A. K. Astana
Director, URICM
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 6
DECLARATION
I the undersigned student of Post Graduate Diploma in Management (Agri-Business) 2011-
2013. Udaybhansinhji Regional Institute of Cooperative Management, Gandhinagar, hereby
declare that the report of the project work “Benchmarking of Cheminova India’s (Image)
Product and services with respect to competition in the fruit and vegetable segment of crop
protection industry in Nashik Market” is based my own work carried out during the course of
my study under the supervision of Mr. Sushil Desai. (Sr. Product Manager) and Mr. Chirag
Rathod
I assert that the statements made and conclusions drawn are an outcome of the project work. I
further declare that to the best of my knowledge and belief that the project report does not
contain any part of any work which has been submitted for the award of any other
degree/diploma/certificate in this University or any other University.
Ravindra K. Tarle
Roll No.: 1116
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 7
Benchmarking Of Cheminova India’s (Image) Product And Services With Respect To
Competition In The Fruit And Vegetable Segment Of Crop Protection Industry In
Nashik Market
Name of Student Name of Faculty guide
Ravindra Tarle Mr. Chirag Rathod
(1116)
EXECUTIVE SUMMERY
Agrochemicals are used to improve crop performance, yield or control pests, etc.
Agrochemicals are substances manufactured through chemical or biochemical processes
containing the active ingredient in a definite concentration along with other materials which
improve its performance and increase safety. For application, these are diluted with water in
recommended doses and applied on seeds, soil, irrigation water and crops to prevent the
damages from pests.
The global crop protection industry has registered a growth of 6% p.a. from 2005 to reach
USD 43.2 Bn in 2009. This market is expected to grow further owing to the increasing food
and fuel needs and is expected to grow at 4% p.a. to reach USD 54 Bn in 2015. The global
crop protection market is fairly consolidated with top nine companies accounting for over
80% of the market. Syngenta, Bayer and BASF are the market leaders in the global crop
protection market.
The crop protection chemicals accounts for 2% of the total chemicals market in India. The
domestic crop protection market is estimated at USD 1.8 Bn and has grown at 5 % p.a. in the
last five years. However, owing to greater export opportunities and introduction of newer
molecules the industry is witnessing high growth rates in recent times. Currently, the exports
of crop protection chemicals are estimated at USD1.6 Bn.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 8
Cheminova India Limited is leading pesticide industry in India. Cheminova India Ltd.
headquartered at Mumbai is a wholly owned subsidiary of Cheminova A/S based in Lemvig,
Denmark. Cheminova India Limited is dedicated in providing crop protection solutions
through manufacturing and marketing of agrochemicals and its intermediates. Cheminova
India Limited has a broad portfolio of agrochemicals including insecticides, herbicides,
fungicides & growth promoters. Cheminova has been increasingly involved in the Indian
agrochemical market, which is one of the fastest growing markets in the world. In order to
strengthen its position in India, Cheminova acquired 100% stake in Lupin Agrochemicals
(India) limited in December 1997.The present study is on “- Benchmarking of Cheminova
India’s (Image) Product and services with respect to competition in the fruit and vegetable
segment of crop protection industry in Nashik Market”
The objectives are
To know the Awareness about the company in Farmers of Nashik Region.
To know the satisfaction of farmers and dealers of Nashik Region.
To know the factors influencing the purchasing decision of farmers.
Comparison of company’s image with competitor in the view of farmers and dealers.
To know the share of different segments like insecticide, fungicides, herbicide and
PGR in agrochemicals in Nashik Region
In the whole project two types of data collected was carried out, primary and secondary.
Present study was targeted to Nasik district of Maharashtra mainly of Niphad, Nashik and
Dindori block from Nashik region. Sample size was 125 farmers and 56 dealers. Sample
population was selected randomly from farmers growing all types of crops and dealers
dealing with Cheminova India ltd. Primary data collected from farmers through
questionnaires. Secondary data were collected from Cheminova company officials, journals,
local agri. Magazines, Agrowon, books of marketing and business research, focus interview
with farmers.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 9
FINDINGS:-
A) Farmers Survey Findings-
1. The company is well known among the farmers for insecticide products and for
fungicides in grape growers.
2. Among all agrochemicals farmers of Nashik region use Fungicides most followed by
Insecticide, PGR’s and Herbicides.
3. Fruit and vegetable production is high in Nashik region, so the usage of fungicides is
highest as it is used as preventive measure followed by insecticide and herbicides as
curative measures.
4. The area under grapes production is high in Niphad, Dindori and Nashik Tahasil of
Nashik region followed by vegetables like tomato, capsicum, brinjal and leafy
vegetables. In agronomical crops most crops grown are Sugarcane, wheat, maize,
soya bean and groundnut.
5. Farmers of Nashik region mostly prefer Bayer, Cheminova followed by Syngenta,
Tata Rallies and Dupont for purchasing insecticides. The farmers are well aware of
Cheminova products in Insecticide Segment as it has wide range of products at most
affordable rates in the market with quality product.
6. Syngenta is most preferred by farmers followed by Bayer, BASF, Tata Rallies and
Dupont in Fungicide Segment of Crop protection products. Cheminova is lacking in
fungicide segment as they are having limited product range in the category but the
products like Quatriz and Brunt are popular among Grape Growers.
7. Herbicides are least use in fruit and vegetables so farmers prefer the cheapest product
in the market also it was observed that most farmers used loose chemical formulation
available at low rate in the market. But Glyfos Dakar is popular among the farmers
growing agronomical crops.
8. In PGR’s segment products like GA3, 6BA, NAA are highly used by Fruit and
vegetable growers in particular Grape and Capsicum. Products like GA3 are
purchased by farmers from Grapes Grower Association of Maharashtra (MRDBS), so
the products of Cheminova are less preferred.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 10
9. Farmers of Nashik region consider Quality of product most important while
purchasing the agrochemicals followed by past experience of them or other farmers
regarding the product, Brand name of the company, Price of the product. Service by
the company and dealers recommendation are least preferred by farmers of Nashik
region.
10. According to the farmers prices of Cheminova India ltd are low in comparison to
other agrochemical companies. The quality, packaging and services are similar to
others while the availability is slightly high than other agrochemical companies.
11. Farmers especially grapes growers are demanding good fungicide formulations for
Downey mildew and Powdery mildew on grapes.
12. Farmers are complaining about the packaging of old products like Rogar and Classic.
B) Dealers survey findings:-
1. Through the survey of insecticide companies it is seen that Bayer crop science is
having highest sales of insecticide in Nashik Region followed by Syngenta,
Cheminova, Dupont, and Tata.
2. Cheminova is at 3rd
place in the sales of insecticide segment of agrochemicals as its
having a good range of insecticide at low price.
3. Syngenta is the market leader in Fungicide Segment followed by BASF, Indofil, Tata
Rallies and Cheminova in Nashik Region. Cheminova is lacking behind due to less
product range.
4. Excel Crop Care is having the highest Sales in Herbicide Segment.
5. Cheminova is least preferred for sale of PGR’s as farmers are purchasing it from the
Grapes grower Association of Maharashtra.
6. In the sales of dealers share of Fungicide is highest (31-40 %) followed by Insecticide
(21-30 %), PGR’s (11-20 %) and Herbicides (1-10 %) in Nashik region.
7. According to 75% dealers the sales of Cheminova are good in Nashik region.
8. 60-65% of dealers are satisfied with margins given by Cheminova India ltd.
9. 75-80% of dealers are satisfied with Timely Supply, Proper Schemes, Billing and
Cr.Note Accounting by Cheminova India Ltd.
10. According to dealers Cheminova products have low price, similar quality, margins,
brand reputation, demand by farmers, packaging, service and high availability at
Nashik region as compare to other companies.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 11
11. Dealers are expecting more margins, sales promotion activities from company and
more product range in the category of fungicides and PGR’s.
RECOMMENDATION:-
Cheminova India Ltd should increase the product range in fungicide and PGR’s
category as they are more demanded by the Farmers.
The company is good in the sales of insecticides but it is not famous as a brand like
Bayer or Syngenta so, the company should increase it field work for promotion of
company in the form of field demonstration of its products, organizing farmers meet
on various agriculture aspects, advertisement of the product so the farmer can recall
the company easily.
The company should launch its own unique product in the market to create its own
brand image.
The company should improve the packaging of its product for attractiveness and
better keeping quality of Rogar and Classic
The company should provide more sales promotion schemes to dealers to motivate
them.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 12
TABLE OF CONTENTS
Preface………………………………………………..
Acknowledge…………………………………………
Certificate…………………………………………….
Declaration……………………………………………
Executive Summery………………………………….
Chapter No. Particulars Page No.
1 Introduction
1.1 Industry Profile 18-30
1.2 Company Profile 31-39
2 Literature Review 40-48
3 Research Methodology 49-52
4 Data Analysis and Interpretation
4.1 Farmers Data Analysis and Interpretation 53-62
4.2 Dealers Data Analysis and Interpretation 63-73
5 Finding and Recommendation 74-76
Annexure………………………………………………
Bibliography…………………………………………..
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 13
LIST OF TABLES
Sr.No Particulars Page No
4.1.1 Crops Grown by most Farmers in Nashik region
53
4.1.2 Type of Agrochemical Used most in Nashik region 54
4.1.3 Companies preferred by farmers for purchase of
Insecticide
55
4.1.4 Companies preferred by farmers for purchase of
Fungicide
56
4.1.5 Companies preferred by farmers for purchase of
Herbicide
57
4.1.6 Companies preferred by farmers for purchase of
PGR’s
58
4.1.7 Awareness among Farmers about Cheminova India
Ltd.
59
4.1.8 Cheminova Product usage by Farmers 60
4.1.9 Factors Considered while purchasing Agrochemicals 61
4.1.10 Comparison of Cheminova with Other Companies 62
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
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LIST OF TABLES
Sr.No Particulars Page No
4.2.1 Education of Dealers 63
4.2.2 Companies having Highest Sales of Insecticide in
Nashik Region.
64
4.2.3 Companies having Highest Sales of Fungicide 65
4.2.4 Companies having Highest Sales of Herbicide 66
4.2.5 Companies having Highest Sales of PGR’s 67
4.2.6 Share of different segments in dealer’s sale of
Agrochemicals
68
4.2.7 Dealers view regarding Sales of Cheminova India Ltd. 69
4.2.8 Level of Dealers Satisfaction with Present Margins of
Cheminova India Ltd.
70
4.2.9 Satisfaction of Dealers with respect to Timely Supply,
Proper Schemes, Billing and Cr.Note Accounting by
Cheminova India Ltd
71
4.2.10 Comparison of Cheminova with other companies by
dealer
72
4.2.11 Dealers opinion on Service of Cheminova India Ltd. 73
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 15
LIST OF GRAPHS
Sr.No Particulars Page No
1.1 Loss caused by different pests 19
1.2 Global Market size 20
1.2.1 Market distribution by product category 21
1.2.2 Market distribution by crop 21
1.3 Crop protection market 22
1.3.2.1 Per capita consumption 23
1.3.2.2 Market distribution by product category 24
1.3.2.3 Crop wise pesticide consumption 25
1.3.2.4 State wise pesticide consumption 26
1.3.3 Future growth scenario 27
3.1.1 Map of Nashik district 50
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 16
LIST OF GRAPHS
Sr.No Particulars Page No
4.1.1 Crops Grown by most Farmers in Nashik region
36
4.1.2 Type of Agrochemical Used most in Nashik region 37
4.1.3 Companies preferred by farmers for purchase of
Insecticide
38
4.1.4 Companies preferred by farmers for purchase of
Fungicide
39
4.1.5 Companies preferred by farmers for purchase of
Herbicide
40
4.1.6 Companies preferred by farmers for purchase of
PGR’s
41
4.1.7 Awareness among Farmers about Cheminova India
Ltd.
42
4.1.8 Cheminova Product usage by Farmers 43
4.1.9 Factors Considered while purchasing Agrochemicals 44
4.1.10 Comparison of Cheminova with Other Companies 45
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 17
LIST OF GRAPHS
Sr.No Particulars Page No
4.2.1 Education of Dealers 46
4.2.2 Companies having Highest Sales of Insecticide in
Nashik Region.
47
4.2.3 Companies having Highest Sales of Fungicide 48
4.2.4 Companies having Highest Sales of Herbicide 49
4.2.5 Companies having Highest Sales of PGR’s 50
4.2.6 Share of different segments in dealer’s sale of
Agrochemicals
51
4.2.7 Dealers view regarding Sales of Cheminova India
Ltd.
52
4.2.8 Level of Dealers Satisfaction with Present Margins
of Cheminova India Ltd.
53
4.2.9 Satisfaction of Dealers with respect to Timely
Supply, Proper Schemes, Billing and Cr.Note
Accounting by Cheminova India Ltd
54
4.2.10 Comparison of Cheminova with other companies by
dealer
55
4.2.11 Dealers opinion on Service of Cheminova India Ltd. 56
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 18
INDUSTRY OVERVIEW
1.1. Introduction to Agrochemicals
With increasing population, demand for food grains is increasing at a faster pace as compared
to its production. Moreover, every year, significant amount of crop yield is lost due to non
usage of crop protection products.
Agrochemicals are used to improve crop performance, yield or control pests, etc.
Agrochemicals are substances manufactured through chemical or biochemical processes
containing the active ingredient in a definite concentration along with other materials which
improve its performance and increase safety. For application, these are diluted with water in
recommended doses and applied on seeds, soil, irrigation water and crops to prevent the
damages from pests.
There are broadly 5 categories of crop protection products:
1. Insecticides: Insecticides protect crops by killing insects or preventing their attack.
Insecticides may attack a particular type of insect or could be broad spectrum insecticides.
Insecticides are used to manage the pest population below the economic threshold level. E.g.
Chlorpyrifos is used to control insect pests in crops such as cotton, corn almonds, etc.
2. Fungicides: They are used to prevent the deterioration of crops due to fungi infestation.
Fungicides are classified as protectants or eradicants. Protectant fungicides prevent or inhibit
fungal growth and may have to be applied at regular intervals. Eradicant fungicides kill the
pests on application. E.g. Anilazine is used to control fungal attack on lawns and turfs,
cereals, coffee and various vegetables and other crops.
3. Herbicides: Herbicides or weedicides are used to prevent the growth of unwanted plants in
a crop field. Herbicides could be selective, which kill the unwanted plants without any harm
to the crop, or non-selective which kill all the plants. E.g. Glufosinate ammonium, a broad-
spectrum contact herbicide, is used to control weeds after the crop emerges or for total
vegetation control on land not used for cultivation.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
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4. Bio pesticides: These are derived from natural substances like plants, animals, bacteria and
certain minerals and control pests by nontoxic mechanisms. Bio-pesticides are considered
ecofriendly and easy to use. They could be classified as microbial pesticides, plant
incorporated protectants and biological pesticides. They are of low volume and high effect
formulations and require lesser dosages as compared to chemical pesticides. A growth area
for bio-pesticides is in the area of seed treatment and soil amendments. Example of bio-
pesticides includes Bacillus subtilis which is used as soil inoculant in horticulture and
agriculture.
5. Others (Nematocides, Rodenticides etc): Fumigants and rodenticides are used to prevent
the attack of pests during storage of crops. Plant growth regulators control or modify the plant
growth process and are most commonly used in cotton, rice and fruits. As per Govt. of India,
crop losses due to non-usage of pesticides were 28% of the yield amounting to Rs. 90,000 Cr
per annum (2002 estimated). It is estimated that the present food grain production can jump
from 3 Trillion to 4 Trillion by using crop protection products. Therefore, right usage of crop
protection chemicals is essential in increasing agricultural production by preventing crop
losses before and after harvesting.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 20
1.2. GLOBAL MARKET OVERVIEW
The global crop protection industry has registered a growth of 6% p.a. from 2005 to reach
USD 43.2 Bn in 2009. This market is expected to grow further owing to the increasing food
and fuel needs and is expected to grow at 4% p.a. to reach USD 54 Bn in 2015.
1.2.1 Distribution of global crop protection market - Product category
Herbicides are the most widely used agrochemical products globally, followed by insecticides
and fungicides. Fungicides is the highest growing segments as it helps increasing yield,
improving quality and in seed treatment. Individual sales of various categories however
depend on climatic conditions and crop variance.
Herbicides are used in most of the regions of the world. However, major markets for
herbicides are North America and Europe due to the favourable climatic conditions in these
regions. Insecticides are more prevalent in Asian countries. This is due to higher growth of
cotton, cereal, fruits and vegetables in these regions which have higher incidence of insect
attacks. Increased usage of genetically modified crops in North America has reduced the
usage of insecticides. Fungicides are used in almost all agriculture markets of the world due
to favourable climatic conditions for the fungal growth.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
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11
1.2.2 Distribution of global crop protection market - Crop-wise
Globally, fruits and vegetables and cereals account for the largest share of the crop protection
industry.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
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1.3. INDIAN MARKET OVERVIEW
The crop protection chemicals accounts for 2% of the total chemicals market in India. The
domestic crop protection market is estimated at USD 1.8 Bn and has grown at 5 % p.a. in the
last five years. However, owing to greater export opportunities and introduction of newer
molecules the industry is witnessing high growth rates in recent times. Currently, the exports
of crop protection chemicals are estimated at USD1.6 Bn.
1.3.1 Industry structure
The crop protection industry in India is generic in nature with 80% of the molecules being
non patented. Hence, strong distribution network and brand image act as competitive factors.
Crop protection chemicals are manufactured as technical grades and converted into
formulations for agricultural use. The crop protection industry consists of technical grade
manufacturers, formulators producing the end products, distributors and end use customers.
According to Pesticide Monitoring Unit, GOI, there were about 125 technical grade
manufacturers, including about 10 multinationals, more than 800 formulators and over
145,000 distributors in India in 2007. Over 60 technical grade pesticides are being
manufactured indigenously. Technical grade manufacturers sell high purity chemicals in bulk
(generally in drums of 200-250 kgs.) to formulators. Formulators, in turn, prepare
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 23
formulations by adding inert carriers, solvents, surface active agents, deodorants etc. These
formulations are packed for retail sale and bought by the farmers.
1.3.2 Indian market scenario
India due to its inherent strength of low-cost manufacturing and qualified low-cost manpower
is a net exporter of pesticides to countries such as USA and some European and African
countries. Exports formed 47% of total industry turnover in Fy10. The industry suffers from
high inventory (owing to seasonal and irregular demand on account of monsoons) and long
credit periods to farmers, thus making operations 'working capital' intensive.
1.3.2.1 Domestic consumption
Consumption of crop protection products in India is among the lowest in the world. Per capita
consumption of crop protection products in India is 0.6 kg/ ha compared to 13 kg/ ha in China
and 7 kg/ ha in USA. Some of the reasons for low consumption in India are low purchasing
power of farmers, lack of awareness among farmers, limited reach and lower accessibility of
products. This presents an immense opportunity for the crop protection industry to grow in
India
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
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1.3.2.2 Distribution of domestic crop protection market - Product category
Insecticides form the largest segment of the domestic crop protection chemicals market
accounting for 55% of the total market. It is mostly dependent on rice and cotton crops.
Herbicides are the largest growing segment and currently account for 20% of the total crop
protection chemicals market. Sales are seasonal, owing to the fact that weeds flourish in
damp, warm weather and die in cold spells. Rice and wheat crops consume the major share of
herbicides. Increasing cost of farm labour will drive sales of herbicides going forward.
Fungicides, accounting for 20% of the total crop protection market, are used for fruits and
vegetables and rice Farmers moving from cash crops to fruits and vegetables and government
support for exports are increasing the fungicides usage. Biopestiocides include all biological
materials organisms, which can be used to control pests. Currently a small segment, bio-
pesticides market is expected to grow in the future owing to government support and
increasing awareness about use of non-toxic, environment friendly pesticides. With
increasing penetration of BT cotton, usage of insecticides has witnessed a decline in the
recent past. Its share in the total crop protection chemicals has reduced from 69% in 2004 to
55% in 2009. On the other hand, share of herbicides and fungicides has increased from 17%
and 13% respectively in 2004 to 20% each in 2009. This is due to increased focus on fruits
and vegetables and higher awareness levels among end users.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
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1.3.2.3 Distribution of domestic crop protection market - Crop-wise
Paddy and cotton are the major consumers of crop protection chemicals accounting for 28%
and 20% respectively of the total domestic crop protection chemicals market. Fruits and
vegetables also account for a significant share of the crop protection chemicals market.
In recent years, consumption of insecticides has decreased due to the
introduction of BT cotton, which has lower risk of pest attacks. As a result, pesticides usage
on cotton as % of total has decreased from 33% in 2005 to 20% in 2009. On the contrary,
pesticides usage in paddy has been increasing mostly due to increased popularity of hybrid
varieties of rice, which require higher amount of pesticides. Share of paddy in the total crop
protection chemicals has increased from 24% in 2005 to 28% in 2009.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
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1.3.2.4 Distribution of crop protection Market - State-wise
The top three states Andhra Pradesh, Maharashtra and Punjab account for ~50% of the total
pesticide consumption in India. Andhra Pradesh is the largest consumer of pesticides with a
share of 24%.
1.3.3 Future Outlook
Since the Indian agricultural sector is highly dependent on monsoons, the market for
agrochemicals is expected to grow at a conservative growth rate of 8% p.a. to reach USD 3.5
Bn by FY20. Exports are expected to grow at a higher rate of 15% p.a. to reach USD 7.3 Bn.
by FY20.
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1.3.4 KEY GROWTH DRIVERS INCLUDE:
1. Increasing demand for food grains: India has 16% of the world's population and less
than 2% of the total landmass. Increasing population and high emphasis on achieving food
grain self-sufficiency as highlighted in the FY10 budget, is expected to drive growth.
2. Limited farmland availability: India has ~190 Mn hectares of gross cultivated area and
the scope for bringing new areas under cultivation is severely limited. Available arable land
per capita has been reducing globally and is expected to reduce further. The pressure is
therefore to increase yield per hectare which can be achieved through increased usage of
agrochemicals.
3. Low Productivity: India has low crop productivity as compared to other countries.
Average productivity in India stands at 2 MT/ha as compared to 6 MT/ha in USA and world
average of 3 MT/ha. At the same time, India's pesticide consumption is also low at 0.60 kg/ha
as compared to the world average of 3 kg/ha. Hence, increased usage of pesticides could help
the farmers to improve crop productivity.
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4. Growth of horticulture and floriculture: Buoyed by 50% growth experienced by Indian
floriculture industry in last 3 years, Government of India has launched a national horticulture
mission to double production by 2012. Growing horticulture and floriculture industries will
result in increasing demand for agrochemicals, especially fungicides.
5. Increasing exports: Indian companies have successfully expanded into other geographies
for exports and this trend has been increasing in recent times.
6. Availability of credit facilities: Govt. initiatives to provide credit facilities to farmers in
the rural areas will provide boost to the agriculture industry. Access to finance would
encourage them to use more pesticides in order to improve the crop yield. Govt. of India has
set a target of Rs. 375,000 Cr for 2010-11. Loans are provided at lower interest rate of 6%
with 2% rebate on timely payment.
7. Rural Infrastructure and IT: Linking the production areas with the market would help in
easy distribution of pesticides. IT services would help create awareness among farmers and
educate them for optimum use of crop protection chemicals.
8. Increasing awareness: As per Government of India estimates, total value of crops lost due
to non-use of pesticides is around Rs. 90,000 Cr every year (2002 estimates). Companies are
increasingly training farmers regarding the right use of agrochemicals in terms of quantity to
be used, the right application methodology and appropriate chemicals to be used for
identified pest problems. With increasing awareness, the use of agrochemicals is expected to
increase.
9. Product portfolio expansion: Threats like genetically modified seeds, Integrated Pest
Management, organic farming etc. can be turned into opportunities if the industry re-orients
itself to better address the needs of its consumers and broadens its product offering to include
a range of agri-inputs instead of only agrochemicals.
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1.3.5 KEY CHALLENGES
1. Low focus on R&D by domestic manufacturers due to high costs: R&D to develop a
new agrochemical molecule takes an average of 9 years and USD 180 Mn. Indian companies
typically have not focused on developing newer molecules and will face challenges in
building these capabilities, while continuing to remain cost competitive.
2. Lack of education and awareness among farmers: The main point of contact between
the farmers and the manufacturers are the retailers who are generally not technically sound
and are not able to provide a proper understanding of the product to the farmers. Also, very
often farmers are not able to communicate their needs effectively to the manufacturers.
3. Need for efficient distribution systems: Since, the number of end users is large and
widespread, effective distribution via retailers is essential to ensure product availability.
Lately, companies have been directly dealing with retailers by cutting the distributor from the
value chain thereby reducing distribution costs, educating retailers on product usage and
offering competitive prices to farmers.
4. High post harvest losses: Post harvest losses of crops are estimated at Rs. 140,000 Cr
every year. Supply chain inefficiency and inadequate infrastructure are the major causes for
such losses.
5. Spurious products: There is a significant share of spurious pesticides and spiked bio-
pesticides. According to pesticides industry body, Agrochemicals Policy Group (APG),
spurious and substandard pesticides worth Rs. 1200 Cr were sold in India in 2009. These
products not only fail to kill pests but also inflict damages on crops. APG pegs the crop losses
due to these spurious products at Rs. 7,000 Cr in 2009.
6. Support for Integrated Pest Management (IPM) and rising demand for organic
farming:
Promotion of IPM, zero budget farming and usage of bio-pesticides by Indian Government
and NGOs is gaining momentum. With increasing demand for organic food, farmers in
certain states like Karnataka have reduced chemical usage and have adopted organic farming.
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Agrochemical companies will have to tackle the rising environmental awareness and address
concerns on negative impact of pesticide usage.
7. Threat from Genetically Modified (GM) seeds: Genetically modified seeds possess self
immunity towards natural adversaries which have the potential to negatively impact the
business of agrochemicals.
8. Longer period for registration of innovative products: In India, registration of new
products takes 3-5 years which discourages domestic manufacturers.
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CHEMINOVA INDIA LTD
Corporate office:
“Keshava” 7th Floor, Bandra - Kurla Complex,
Bandra (E), Mumbai - 400 051
Tel: (+91)-22- 67045504
Fax: (+91)-22- 67045478, 67045488
Mail: [email protected]
Cheminova India Ltd. headquartered at Mumbai in India is a wholly owned subsidiary of
Cheminova based in Lemvig, Denmark. Cheminova India Ltd. was formed when Lupin
agrochemicals (India) limited was acquired by Cheminova A/S in December 1997.
Cheminova India Limited is dedicated in providing crop protection solutions through
manufacturing and marketing of agrochemicals and its intermediates. The company has three
state-of-the-art independent sites at Panoli (Gujarat), with an impressive portfolio of
manufacturing Technicals, Intermediates and Formulations.
The company is one of the leading crop protection chemical companies in India and employs
around 480 people in manufacturing, marketing and other allied services in the country.
The company is committed to safety and health of the Indian farmers, employees and other
stakeholders and abide by all guidelines of environment protection by making high capital
investments. The company lays special focus on safe use & handling of its products,
intermediates at all levels during marketing & distribution.
Cheminova India Limited has a broad portfolio of agrochemicals including insecticides,
herbicides, fungicides & growth promoters.
History
Since the 90's, Cheminova has been increasingly involved in the Indian agrochemical market,
which is one of the fastest growing markets in the world. In order to strengthen its position in
India, Cheminova acquired 100% stake in Lupin Agrochemicals (India) limited in December
1997. Subsequently Lupin Agrochemicals (India) Limited was renamed as Cheminova India
Limited.
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Since the acquisition, Cheminova has invested in upgrading and expanding the existing
capacities in the production of Technicals of Monocrotophos, Dichlorvos, Quinalphos,
Acephate and Intermediates like TMP, DEPCT and PCl3, P2S5 as well as environment and
safety issues. Cheminova India Limited has also large capacities to manufacture
Chlorpyriphos, Imidacloprid and Triazophos. Recently, the company has expanded its
production capacities to manufacture Thiacloprid, a neonicotinoid insecticide to control
sucking pests on crops.
Today, Cheminova India Limited is an important manufacturer and marketeer of
Monocrotophos, Dichlorvos, Acephate, Quinalphos, Triazophos, Imidacloprid and
Thiacloprid - and is continuously expanding its portfolio with new products.
MISSION
We help improve quality of life for the world’s population by supplying products that help
farmers increase yields and quality of crops to satisfy the global demand for food, feed, fiber
and energy.
VISION
We create results for our customers by being a sustainable and innovative world-class
supplier of a broad range of quality crop protection products. Value creation shall match the
best among peer companies to the benefit of all stakeholders.
VALUES
• We achieve ambitious goals
• We are innovative
• We decide and act
• We recognize results
• We are good corporate citizens
• We appreciate and encourage team spirit
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Market Development
Marketing activities comply with the FAO’s “Code of Conduct” and the principles of
“Responsible Care”. In cooperation with local authorities and through the international
organisation GCPF, the company strives to ensure the correct application of plant protection
products and its safe use. Cheminova only markets pesticides in India that have been
approved or are being approved for introduction by their principle in Denmark.
Cheminova is committed to sustainable agriculture through innovative, state-of-the-art
formulations and high-tech manufacturing. With the investment of significant financial and
scientific resources, Cheminova not only conducts the tests necessary to maintain product
registrations, but also invests heavily in product improvement and safer formulation
development.
Our team of qualified and experienced scientists constantly experiment through field testing
of our products under different agro climatic conditions throughout the country to ensure and
maintain the high standards of our products performance.
CIL also enjoys the privilege of exclusive distributorship and has co-marketing arrangements
with other Indian & other MNCs of new chemistry products. CIL ensures scientific product
promotion & market development through sales force of qualified agricultural graduates.
Brand Building & Demand generation activities are based on the principle of partnering with
the farmers. Farmers are reached through various communication media & emphasis is on
Farmer’s Education & Training for balanced utilization of Agri inputs and sustainable
development of agriculture.As a result of this commitment, pest control operators, public
health officials and farmers within the country and abroad continues to rely on Cheminova
and its products.
Research & Development
Development of new products is a high priority in Cheminova, and in todays competitive
environment speed of development has become more important. This has lead to the
introduction of new project management principles, which have resulted in a more efficient
product development process.
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The development activities in Denmark are supplemented by development work at
Cheminova India. Since the addition of the Indian subsidiary to the Cheminova group, new
modern laboratories as well as pilot plant facilities have been established and is now working
closely together with the development function in Denmark on new products for
Cheminova’s global organisation. Focus is on developing and maintaining economically
competitive production processes for new and existing products. In this respect
environmental friendliness including reduction and efficient treatment of waste streams is an
important parameter.
Distribution
Cheminova India Limited manufactures all its technical, formulations and intermediates at
Panoli, Gujarat. Technical and formulations are transported from Panoli to various
warehouses / depots. Intermediates are transported in ISO tankers or in tankers leased by the
customers. These vehicles are checked by authorized people at Panoli, both for transport
worthiness and technical fitness. The transporters are detailed on the safety aspects while
transportation and are provided with safety kits.
Agriculture is a time bound operation. It is therefore imperative that the right product reaches
the consumers at the right time. To achieve this, Cheminova India Limited has established an
intensive network of - depots/ C&F in close proximity to the farmers. These depots / C&F
cater to the 2700 distributors who in turn supply to over 30,000 retail outlets all over the
country. Cheminova India Limited’s distribution department functions as a central co-
ordinating point between various regions, bulk customer & the manufacturing unit to service
customer demand and ensure accounting of all sales, inventories and receivables.
Cheminova India Limited has achieved the present rate of sales due to strong distribution
systems to support the marketing activities. It is a total integrated approach towards servicing
the consumer.
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PRODUCTS
INSECTICIDES
Chlorpyriphos 20% EC (CLASSIC-20)
Chlorpyriphos is a non systemic broad spectrum organ phosphorus insecticide with contact
stomach and respiratory action. It controls coleoptera, diptera, homoptera and Lepidoptera in
soil and on foliage in over large number of crops including rice, cotton, oilseeds, pulses,
vegetables and plantation. Chlorpyriphos falls under toxicity Class II by WHO (ai) and EPA
(formulation). Chlorpyriphos is registered in many countries.
Other than field crops, Chlorpyriphos is also used to control household pests and mosquitoes.
It is non phototoxic to most plant species when used at recommended dosages. It is
compatible for tank mix with other insecticides and fungicides. In soil, Chlorpyriphos is
degraded at a moderate rate. Chlorpyriphos is recommended in all IPM and IRM
programmes.
Quinalphos 25% EC (VAZRA-25)
QUINALPHOS effectively controls caterpillars on fruit trees, cotton, vegetables and peanuts;
scale insect on fruit trees and pest complex on rice. Quinalphos also controls aphids,
bollworms, borers, leafhoppers, mites, thrips, etc. on vines, ornamentals, potatoes, soya
beans, tea, coffee, cocoa, and other crops.
Acephate 75% SP (LUCID-75)
Acephate primarily controls sucking pests like aphids, jassids, white fly and bollworms in
cotton and many other crops. Acephate treated crops are also protected from viral diseases,
usually transmitted by sucking pests. There has been no report of resistance since inception.
In many countries, Acephate is being used alternatively with synthetic pyrethroid for
resistance management programs.
Imidacloprid 17.8 % SL (Chemida) & 70 % WG (Pactus)
Imidacloprid primarily controls sucking pests in cotton, rice, oil seeds and vegetables, chilli,
mango, sugarcane and plantation, like tea, coffee and cardamom. Imidacloprid is used as a
seed dressing, as soil treatment and as foliar treatment in different crops.
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Triazophos 40% EC (TRIFOS - 40)
Triazophos primarily controls sucking and chewing insects in cotton, rice, oil seeds and
vegetables, fruits and plantation, like tea, coffee and cardamom. In spite of being non-
systemic, Triazophos can penetrate deeply in the plant tissues due to its translaminar
properties and can effectively control leaf miner. There has been no report of resistance since
inception and has been recommended for use in resistance management program.
Thiacloprid 21.7% SC (SPLENDOUR)
Thiacloprid, a new chloronicotinyl insecticide, is targeted to control sucking and biting
insects in cotton, rice, vegetables, fruit, sugar beet, potatoes and ornamentals. Pests controlled
include aphids, whitefly, beetles and lepidoptera such as leaf miners. It acts as acute contact
and stomach poison, with systemic action. It disrupts the nervous system by acting as an
inhibitor at nicotinic acetylcholine receptors. Thiacloprid is safe to the mammals and it falls
in the Toxicity class.
Other Products
Alphamethrin 10% EC (NUMETHRIN)
Chlorpyriphos 50% + Cypermethrin 5 EC (NUROCOMBI)
Cypermethrin 10% EC (SHAKTI - 10)
Cypermethrin 25% EC (SHAKTI - 25)
Endosulfan 35% EC (LUSULFAN)
Imidacloprid 70% WG (CHEMIDA WG)
Profenofos 50% (AURIFOS)
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FUNGICIDE
Carbendazim 50% WP (CARZIM-50)
CARZIM-50 is a systemic fungicide with protective and curative action. It is absorbed
through the roots and green tissues. It acts by inhibiting beta-tubulin synthesis, inhibiting
development of germ tubes and the growth of mycelia. It is compatible with most of the
insecticides. It is used for the control of blast, sheath blight, brown spot, powdery mildew,
scab, anthracnose & leaf spot diseases in various crops. It inhibits the development of the
germ tubes, the formation of appressoria and the growth of mycelia.
Tricyclozole 75% WP (BLAST-OFF)
BLAST-OFF® is a systemic fungicide absorbed rapidly by the roots and foliage and
translocated within the plant. It controls rice blast, in transplanted and direct seeded rice. Can
be applied as a drench, root soak, foliar application and a seed treatment. Non phototoxic if
used as directed. Compatible with many other pesticides.
Hexaconazole 5% EC (Danzole) & 5% SC (Danzole Plus)
DANZOLE® is a systemic triazole fungicide, with protective and curative action. It
effectively controls blast & sheath blight of rice, leaf spot on all types of crops and powdery
mildew of grapes and chilli by inhibiting ergosterol biosynthesis.
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HERBICIDES
Glyphosate 41% SL (Glyfos) & 71% SG (Dakar)
GLYFOS is a non selective systemic herbicide absorbed by actively growing foliage which is
rapidly translocated throughout the plant and thereby killing the plants from roots. It controls
a wide range of annual and perennial grasses and broad leaved weeds by application as pre-
emergence, post emergence and pre-harvest in cereals, tea & oilseeds. Also used as industrial
weed control and aquatic herbicide.
Glyphosate 71% SG (GLYFOS DAKAR)
Glyfos Dakar 71 SG is a non selective post emergence herbicide used for the control of
annual perennial, broad leaf and grassy weeds. The formulation when applied to foliages
destroys the weed from the root system.
Clodinafop Propargyl 15% WP (RAKSHAK PLUS)
Clodinafop Propargyl is a post emergence systemic grass herbicide used for the control of
annual grasses, canary grass, wild oats, and annual rye grass in wheat. Mainly used in
combination with the safener cloquintocet-mexyl.
Imazathapyr 10% SL (DINAMAZ)
Imazethapyr is a systemic herbicide, absorbed by the roots and foliage, with translocation in
the xylem and phloem, and accumulations in the merristamatic region. It controls major,
annual and perennial grass and broad leaved weeds in soybeans, groundnuts and other
leguminous crops. It is applied as pre-plant incorporation, pre-emergence and or post-
emergence.
Other Products
Metsulfuron Methyl 20% WP (METCIL M)
Pendimethalin 30% EC (PENDIHERB)
Pretilachlor 50% EC (PRETTY HERB)
Pyrithiobac Sodium 10% EC (RIFE)
Sulfosulfuron 75% WP (SUMET)
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GROWTH PRAMOTERS
Gibberellic Acid (CIL-GIBB)
CIL-GIBB is a plant growth regulator containing a mixture of Gibberellins.
It is translocated in the plant body & affects the physiology and morphology of plant parts
above soil surface e.g. Fruit setting, loosening and elongation of clusters and increase of
berry size in grapes: uniform seedling growth in paddy break the dormancy and stimulate
sprouting of seed potatoes and advance flowering of ornamentals.
N-Tricontanol 0.1% EW (MIRACLE)
MIRACLEl is a universal plant growth promoter used for enhancing the vegetative growth in
a wide range of crops. Application on a periodic intervals helps in increasing the nutrient
uptake by the crops resulting in increase in yield and quality of the produce.
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LITERATURE REVIEW
1) What is Brand Awareness?
The ultimate goal of most businesses is to increase sales and income. Ideally, you want to
attract new customers to your products and encourage repeat purchases. Brand awareness
refers to how aware customers and potential customers are of your business and its products.
Within a week after its introduction, surveys found that more than 90% of US consumers had
heard about the iPhone as a result of advertising and news reports. This is exceptionally high
brand awareness. Ultimately, achieving successful brand awareness means that your brand is
well known and is easily recognizable. Brand awareness is crucial to differentiating your
product from other similar products and competitors.
Brand Awareness Plan
The major components of a plan to develop brand awareness are:
• Identifying and understanding your target customers
• Creating a company name, logo, and slogans
• Adding value through packaging, location, service, special events, etc.
• Advertising
• After-sale follow-up and customer relations management
Targeting the right audience is crucial to your success. Of similar importance is
understanding that you need a plan along with specific actions that increase awareness of
your brand amongst your consumers. Throughout the entire process of creating a brand, it is
of utmost importance to consider how what you do will increase brand awareness.
Why is Brand Awareness Important?
You may be asking yourself, is brand awareness really all that important? You may be saying
to yourself, I have plenty of customers and sales are decent, why bother? The answer is:
There are few things more worthwhile than investing time in your brand’s awareness. It can
play a major role in purchasing decisions. The reality is, the more aware consumers are of
your product and your brand, and the more likely they are to buy from you.
Among the challenges faced in selling pure maple products are:
• Do potential customers know you exist?
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• Why pay more for Pure Maple vs. artificial syrup?
• Isn’t Vermont maple syrup better?
• Why pay more for your products rather than from a less expensive alternative?
In the future, and for the sake of your business, it is in your best interests to take action to
increase awareness of your brand.
How to Begin Creating Brand Awareness
How do you, over time, establish positive brand awareness that promotes the possibility of
purchase of your product in the future? There is always the initial impression of your brand
that is of utmost importance. Beyond this, however, are all of the future impressions that may
be formed regarding your brand. In deciding how you will go about creating brand
awareness, you need to consider and to be aware of how your product value becomes know to
the consumer and the importance of consistency:
1) The message of what a brand is offering to the consumer should be consistent. Wegmans,
for example, offers fresh, high-quality foods for purchase and advertises the advantages, such
as home-cooked meals, that their goods can provide for you. The layout of their perishable
goods, the organization of complementary condiments and staple products, and the stands
offering sample recipes to be cooked at home are all evidence of the company attempting to
present a consistent message of what they are all about to the consumer. The presentation of
Wegmans as a prominent player in providing quality foods for quality home-cooked meals is
evident in each of the aforementioned examples. The company does not, for example, attempt
to convey quality in its store layout and offerings and then convey cheap alternative in the
mailings sent out. The impressions you hope to make on consumers and potential consumers
should be consistent across various mediums, situations, and promotional attempts.
2) Images you present should also be consistent in order to increase brand awareness. It is
important that you are consistent in your use of images so that you maximize recognition and
positive impressions. Wegmans logo, for example, can be found on its storefront, on the
products it produces itself, on the receipt consumers receive after purchase, on the bags
customers carry out of the store, and in many of its distributed informational material.
3) Slogans and taglines should also be consistent throughout mediums and material. Once
again, consistency is important in conveying a message that promotes awareness of your
brand in a organized, recognizable manner. Wegmans’ tagline, “Helping you makes great
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meals easy”, is consistent throughout its promotional materials, website, and logo, to name a
few. Consistency cannot be emphasized enough. It presents the consumer with an image that
in the future the consumer can continue to associate with your products. For example, if the
materials you distribute, the set-up of your sale table, the packaging of your product, and the
logo and tagline are not all relatively similar, regularly consistent, and repeatedly
recognizable over time, it is likely you will get nowhere with your brand. Creating brand
awareness, through a collaborative, well-developed overall image, is essential to developing a
success brand that achieves maximum benefits.
Maintaining Brand Awareness
It is important to keep working at the issues and activities identified above. Pay attention to
how customers are responding to products, packaging, displays, and messages. Look for ways
to improve the image you are trying to get across. Ask your customers for suggestions. Work
to maintain a consistent presence in the market place. This can mean a location and regular
times where customers can reliably expect to find you. The NY Maple Producers booth at the
State Fair has been in a prime location for many years. They need to move to gain more sales
space and will have to have a plan to help customers find their new location. If your
businesses wholesaling maple products to retail locations, you need to stay in regular and
reliable contact with your customers. They should not have to come looking for you when
they need to re-stock or they will turn to suppliers that make it easier for them to operate their
businesses.
2) Customer Satisfaction:-
The definition of customer satisfaction has been widely debated as organizations increasingly
attempt to measure it. Customer satisfaction can be experienced in a variety of situations and
connected to both goods and services. It is a highly personal assessment that is greatly
affected by customer expectations. Satisfaction also is based on the customer’s experience of
both contact with the organization (the “moment of truth “as it is called in business literature)
and personal outcomes. Some researchers define a satisfied customer within the private sector
as “one who receives significant added value” to his/her bottom line—a definition that may
apply just as well to public services. Customer satisfaction differs depending on the situation
and the product or service. A customer may be satisfied with a product or service, an
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experience, a purchase decision, a salesperson, store, service provider, or an attribute or any
of these. Some researchers completely avoid “satisfaction” as a measurement objective
because it is “too fuzzy an idea to serve as a meaningful benchmark.” Instead, they focus on
the customer’s entire experience with an organization or service contact and the detailed
assessment of that experience. For example, reporting methods developed for health care
patient surveys often ask customers to rate their providers and experiences in response to
detailed questions such as, “How well did your physicians keep you informed?” These
surveys provide “actionable” data that reveal obvious steps for improvement.
Customer satisfaction is a highly personal assessment that is greatly influenced by individual
expectations. Some definitions are based on the observation that customer satisfaction or
dissatisfaction results from either the confirmation or disconfirmation of individual
expectations regarding a service or product. To avoid difficulties stemming from the
kaleidoscope of customer expectations and differences, some experts urge companies to
“concentrate on a goal that’s more closely linked to customer equity.” Instead of asking
whether customers are satisfied, they encourage companies to determine how customers hold
them accountable In the public sector, the definition of customer satisfaction is often linked
to both the personal interaction with the service provider and the outcomes experienced by
service users. For example, the Urban Institute and Mathematical conducted customer
satisfaction surveys for the federal child support enforcement system. The definition they
developed addresses three aspects of customer satisfaction:
satisfaction with client-worker interaction, whether in-person, by phone, or by mail;
satisfaction with the support payment (e.g., its accuracy and timeliness); and
Satisfaction with the effect of child support enforcement on the child.
Another example that has particular implications for vulnerable individuals and
neighbourhoods is the “Shaping Our Lives” National Users Network in the United Kingdom.
This includes both national and local research and development projects to examine what
service users see as good outcomes for services and support. Four customer networks were
developed as part of the initiative:
Black User Group in London,
Service User Action Group in Wakefield,
Ethnic Disabled Group in Manchester, and
An alliance of User Groups in Waltham Forest.
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It was the consensus of the groups that lack of information often leads to low expectations.
They further agreed that the process of obtaining a service and the way it is delivered can
have a major impact on the users’ experience. The qualities of relationships and staff were
central to positive outcomes. Because customer satisfaction is a highly variable assessment
that every individual makes based on his/her own information, expectations, direct contact
and interaction, and impact, it makes sense to involve and consult consumers when designing
customer satisfaction approaches.
3) Farmers buying behaviour:
Venkateshwaralu et al. (1984) attempted to examine the reason for being brand loyal. It has
been found that 50 per cent of the consumer respondents preferred a particular brand because
they were convinced that its quality was better than that of other brands. Another 38 per cent
of the sample consumers felt, it was the taste which made them to go in for a particular brand.
While, very few consumers in the sample stated low price and easy availability as the main
reasons for selecting and brand.
Ramaswarny and Chandrashekaran (1990) examined factors influencing cotton seed buying
behaviour of farmers in Kamraj district of Tamil Nadu, India, sixty cotton growers were
selected from four villages for agriculture year 1987-88, factors influencing farmers purchase
of cotton seeds were source of purchase, varietal preference, seed quality, source of
information about the supply of cotton by different agencies and brand preference. Dealers
with credit facility, availability of seeds at lower prices and premises located close to the
farmers locality attracted.
Ali (1992) studied the factors influencing purchase decision for processed products. It
revealed that factors such as tase, family, preference, price, good keeping quality, well known
brand, colour and consistency were important in the buying decision of the consumer in that
order.
Sivakumar et al. (1994) analysed buying behaviour of farmers with respect to pesticides,
considering the factors influencing loyalty of farmers towards dealers and brand friend,
neighbours and relatives were major source of information on dealers. In case of brands it
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
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was extension personnel of department of agriculture, the price quality and advertisements
about the brand contributed significantly to brand loyalty credit availability, advertisements
and price of products available with dealer contributed significantly to dealers loyalty.
Sidhu (1996) studied the seed use practices of farmers in Punjab. The results of the study
indicated that the farmers judged the purity and quality of seeds purchased from public seed
agencies, research organizations, government departments, private seed companies/dealers
etc. by their past experience and reputation of agencies. The results also indicated that among
the institutions/agencies, Punjab Agricultural University had the highest reputation among the
selected farmers in Punjab.
Singh (1998) in his study in Bihar concluded that seeds were purchased from private traders
and fellow farmers mostly on cash basis. The reasons for preferring these sources were seed
quality, availability and accessibility. This implied that the marketing bodies and seed
business units did not carry out their functions in a manner as to create time place and form
utility. Further, farmers purchased seeds only at the time of requirement i.e., a few days
before use which was very rational given that seed I a perishable and costly input.
Padmanaban (1999) conducted study on brand loyalty, which revealed that the price of the
preferred brand and efficiency of preferred brand as well as influence advertisement
significantly influenced the brand loyalty. Only when the price of a particular brand is
competitively lower to price of other brand in the market the farmers would naturally prefer
to low priced brand, otherwise farmer would naturally continue to purchase the same brand.
4) Perception
Our perception is an approximation of reality. Our brain attempts to make sense out of the
stimuli to which we are exposed. This works well, for example, when we “see” a friend three
hundred feet away at his or her correct height; however, our perception is sometimes “off”—
for example, certain shapes of ice cream containers look like they contain more than
rectangular ones with the same volume.
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Factors in perception:
Several sequential factors influence our perception. Exposure involves the extent to which
we encounter a stimulus. For example, we are exposed to numerous commercial messages
while driving on the freeway: bill boards, radio advertisements, bumper-stickers on cars, and
signs and banners placed at shopping malls that we pass. Most of this exposure is random—
we don’t plan to seek it out. However, if we are shopping for a car, we may deliberately seek
out advertisements and “tune in” when dealer advertisements come on the radio.
Exposure is not enough to significantly impact the individual—at least not based on a single
trial (certain advertisements, or commercial exposures such as the “Swoosh” logo, are based
on extensive repetition rather than much conscious attention). In order for stimuli to be
consciously processed, attention is needed. Attention is actually a matter of degree—our
attention may be quite high when we read directions for getting an income tax refund, but
low when commercials come on during a television program. Note, however, that even when
attention is low, it may be instantly escalated—for example, if an advertisement for a product
in which we are interested comes on.
Interpretation involves making sense out of the stimulus. For example, when we see a red
can, we may categorize it as a Coke.
Weber’s Law suggests that consumers’ ability to detect changes in stimulus intensity appear
to be strongly related to the intensity of that stimulus to begin with. That is, if you hold an
object weighing one pound in your hand, you are likely to notice it when that weight is
doubled to two pounds. However, if you are holding twenty pounds, you are unlikely to
detect the addition of one pound—a change that you easily detected when the initial weight
was one pound. You may be able to eliminate one ounce from a ten ounce container, but you
cannot as easily get away with reducing a three ounce container to two (instead, you must
accomplish that gradually—e.g., 3.0 --> 2.7 --> 2.5 --> 2.3 --> 2.15 –> 2.00).
Several factors influence the extent to which stimuli will be noticed. One obvious issue
is relevance. Consumers, when they have a choice, are also more likely to attend
to pleasant stimuli (but when the consumer can’t escape, very unpleasant stimuli are also
likely to get attention—thus, many very irritating advertisements are remarkably effective).
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One of the most important factors, however, is repetition. Consumers often do not give much
attention to a stimuli—particularly a low priority one such as an advertisement—at any one
time, but if it is seen over and over again, the cumulative impact will be greater.
Surprising stimuli are likely to get more attention—survival instinct requires us to give more
attention to something unknown that may require action. A greater contrast (difference
between the stimulus and its surroundings) as well as greater prominence (e.g., greater size,
centre placement) also tend to increase likelihood of processing.
Subliminal stimuli. Back in the 1960s, it was reported that on selected evenings, movie goers
in a theatre had been exposed to isolated frames with the words “Drink Coca Cola” and “Eat
Popcorn” imbedded into the movie. These frames went by so fast that people did not
consciously notice them, but it was reported that on nights with frames present, Coke and
popcorn sales were significantly higher than on days they were left off. This led Congress to
ban the use of subliminal advertising. First of all, there is a question as to whether this
experiment ever took place or whether this information was simply made up. Secondly, no
one has been able to replicate these findings. There is research to show that people will start
to giggle with embarrassment when they are briefly exposed to “dirty” words in an
experimental machine. Here, again, the exposure is so brief that the subjects are not aware of
the actual words they saw, but it is evident that something has been recognized by the
embarrassment displayed.
5) Customers and their expectations
Customers are people who buy products and services from other people (usually companies
of one sort or another). What customers think and feel about a company and/or its products is
a key aspect of business success. Attitudes are shaped by experience of the product, the
opinions of friends, direct dealings with the company, and the advertising and other
representations of the company. Irrespective of whether a business' customers are consumers
or organisations, it is the job of marketers to understand the needs of their customers. In
doing so they can develop goods or services which meet their needs more precisely than their
competitors. The problem is that the process of buying a product is more complex than it
might at first appear. Customers do not usually make purchases without thinking carefully
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about their requirements. Wherever there is choice, decisions are involved, and these may be
influenced by constantly changing motives. The organisation that can understand why
customers make decisions such as who buys, what they buy and how they buy will, by
catering more closely for customers needs, become potentially more successful.
Customer requirements
The supermarket industry provides a good example of the way in which different groups of
customers will have different expectations. Some customers just want to buy standard
products at the lowest possible prices. They will therefore shop from supermarkets that offer
the lowest prices and provide a reasonable range of goods. In contrast, some supermarket
shoppers are seeking such aspects as variety and quality. They will therefore choose to buy
from an up-market supermarket. Additionally some customers will have special tastes such as
wanting to buy FAIRTRADE products or organic fruit and vegetables. It is clear therefore
that to be successful a business has to have a clear understanding of their target customer’s
and the expectations of this group. Most markets are made up of groups of customers with
different sets of expectations about the products and services that they want to buy.
Marketing oriented businesses will therefore need to carry out research into customer
requirements to make sure that they provide those products and services which best meet
customer expectations in the relevant market segment.
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RESEARCH METHODOLOGY
In the process of achieving the objectives of the study, it is very essential to follow a
systematic and scientific approach so as to present and interpret the results of the study or
investigation conducted. This chapter on methodology consists of the details of the
description of the study area, the sampling procedure, nature and sources of data, the
analytical tools and techniques employed and other information to support the existing results
like secondary sources of information required to keep the reader inferred for reference and
documentation. The methodology chapter is discussed under the following heads.
3.1 Description of the study area
3.1.1 Location
Maharashtra is a state located in India. It is the second most popular after Uttar Pradesh and
third largest state by area in India. Maharashtra is the richest state in India, contributing 15%
of the country's industrial output and 13.3% of its GDP (2006–2007 figures). Maharashtra
encompasses an area of 308,000 km² and is the third largest state in India.
Nashik District is located between 18.33 degree and 20.53 degree North latitude and between
73.16 degree and 75.16 degree East Longitude at Northwest part of the Maharashtra state, at
565 meters above mean sea level. The District has great mythological background. Lord
Rama lived in Panchvati during his vanvas. Agasti Rushi also stayed in Nashik for Tapasya.
Nashik is famous for grapes, onions, and tomatoes. Because of variety of vegetables and its
supply to Mumbai, the District is known as Backyard of Mumbai. The agricultural
development of district is high in state due to annual cropping pattern with large spread of
irrigation.
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Map of Nashik District
3.2 Nature and sources of data
In order to evaluate the objectives of the study, data was collected from both primary and
secondary sources.
3.2.1 Primary data
The primary data forms an important component of any research investigation. As the study
focuses on the preferences of farmers over purchase of agrochemicals, behaviour of farmers
towards the agrochemicals and adoption of brands, a subjective phenomenon focuses on the
behaviour of farmers. Hence, greater thrust was given to collect information at farmer’s level.
However, the number of farmers, their problems etc. were also important and the primary
data was very essential to be elicited. The primary data was collected using a pre-structured
questionnaire encompassing a number of variables/parameters which could explain their
behaviour towards purchase of agrochemicals.
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3.2.2 Secondary data
As the research study focuses on the aspects such as estimating of demand forecasting and
also some of the information relating to the number of farmers in each Talukas, quantities
handled, the role of departments, the statistical data etc. were very much required to take
some of the investigation process. Hence, the secondary data required were collected from
company officials, Books, Magazines and Internet.
3.3 Sampling design
In order to proceed with investigation as per the objectives stated, it was necessary to adopt
an appropriate sampling design. It was proposed at the outset to study the area under grapes
and vegetable crop in primary stage, for this purpose the secondary source data of company
field officials were used. Sample population was selected randomly from major grapes and
vegetable growing regions of Nasik district such as Niphad and Dindori talukas. A multistage
random sampling was adopted as appropriate sampling procedure for the study.
3.3.1 Selection of districts
The area under fruits and vegetables in Maharashtra when observed indicated that the
northern district of Maharashtra namely Nasik reported to have the highest area under fruit
and vegetables which contributed about 30-40 per cent of the total area under. Hence, it was
allotted by Cheminova for the study so as to investigate into the research problem.
3.3.2 Selection of Talukas
In the second stage, it was proposed to select the talukas in district which acted as hinterland
markets for agriculture input agency supplying agro-chemicals. It was decided to select those
talukas in Nasik district based on highest area of grapes; hence, Niphad and Dindori talukas
were select for research work. Hence, total of 30 villages of both talukas were selected for the
study.
3.3.4 Selection of Farmers
In order to initiate first hand information using primary source techniques on various
variables in the purchase of agro-chemicals, prices, awareness, brand, Sources of new
information, source preferences etc., it was proposed to select farmers growing fruit and
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vegetables. The farmers were selected randomly from the two talukas. The total no of farmers
visited are 125.
3.3.5 Selection of Market
The importance of study is to focus of Demand of agrochemicals bearing the importance of
fruit and vegetable production. Grapes and sugarcane is the important commercial crop in this
region. The secondary markets formed an important centre of business activity. Hence, it is
true and fact that the districts headquarter viz., Nashik, Niphad and Dindori talukas are
important markets in Nashik. Hence, it was proposed to select the dealers from these
headquarters places as central market for agriculture input marketing especially for
agrochemicals.
Methodology of Research:
Convenience sampling has been adopted for the study.
The district was selected as high potential area of agro-chemicals.
Instrument of Data collection: Questionnaires.
Sample size:
Farmers- 125
Dealers- 56
Method of contact: Personal Interview
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ANALYSIS OF FARMERS DATA AND INFERENCES
1) Crops Grown by most Farmers in Nashik region.
Table No. 4.1.1. Crops Grown by most Farmers in Nashik region
1 st
Preferred
2 nd
Preferred
3 rd
Preferred
4 th
Preferred
Total
Agronomical 18.4 8.8 68.8 4 100
Vegetable 4.8 77.6 17.6 0 100
Fruit 76.8 9.6 8.8 4.8 100
Flowers 0 4 4.8 91.2 100
Graph No. 4.1.1. Crops Grown by most Farmers in Nashik region
Inference: Through the data is seen that that farmers of Nashik region gives 1st preference to
grow fruit crops, 2nd
to vegetables, 3rd
to agronomical crops and 4th
to flowers.
The area under grapes production is high in Niphad, Dindori and Nashik Tahasil of Nashik
region followed by vegetables like tomato, capsicum, brinjal and leafy vegetables. In
agronomical crops most crops grown are Sugarcane, wheat, maize, soya bean and groundnut.
0
10
20
30
40
50
60
70
80
90
100
1 st Preferred 2 nd Preferred 3 rd Preferred 4 th Preferred
Agronomical Vegitable Fruit Flowers
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2) Type of Agrochemical Used most
Table No. 4.1.2. Type of Agrochemical used most
Highest Moderate Less Least
Insecticide 34.4 63.2 2.4 0
Fungicides 63.2 32.8 1.6 2.4
Herbicides 2.4 1.6 42.4 53.6
PGR 0 2.4 53.6 44
Graph No. 4.1.2. Type of Agrochemical used most
Inference: It is observed from the survey that farmers of Nashik region use Fungicides most
followed by Insecticide, PGR’s and Herbicides.
As the area under fruit and vegetable production is high in Nashik region the usage of
fungicides is highest as it is used as preventive measure followed by insecticide and
herbicides as curative measures.
0
10
20
30
40
50
60
70
Highest Moderate Less Least
Insecticide Fungicides Herbicides PGR
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3) Companies preferred by farmers for purchase of Insecticide
Table No. 4.1.3. Companies preferred by farmers for purchase of Insecticide
1 st
Preferred
2 nd
Preferred
3 rd
Preferred
4 th
Preferred
Syngenta 16.8 33.6 25.6 11.2
Bayer 33.6 23.2 11.2 24.8
BASF 2.4 2.4 8.8 12.8
Cheminova 34.4 7.2 31.2 16
Tata Rallies 4.8 32 8.8 29.6
Dupont 8 4 14.4 5.6
Graph No. 4.1.3. Companies preferred by farmers for purchase of Insecticide
Inference: The statistical data shows that farmers of Nashik region mostly prefer Bayer,
Cheminova followed by Syngenta, Tata Rallies and Dupont for purchasing insecticides.
The farmers are well known of Cheminova products in Insecticide Segment and they are
using it most as it having affordable rates in the market with quality product.
0
5
10
15
20
25
30
35
1 st Preferred 2 nd Preferred 3 rd Preferred 4 th Preferred
Syngenta Bayer BASF Cheminova Tata Rallies Dupont
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4) Companies preferred by farmers for purchase of Fungicide
Table No. 4.1.4. Companies preferred by farmers for purchase of Fungicide
Graph No. 4.1.4. Companies preferred by farmers for purchase of Fungicide
Inference: According to the market survey it is found that Syngenta is most preferred by
farmers followed by Bayer, BASF, Tata Rallies and Dupont in Fungicide Segment of Crop
protection products.
Cheminova is lacking in fungicide segment as they are having limited product range in the
category but the products like Quatriz and Brunt are popular among Grape Growers.
0
5
10
15
20
25
30
35
40
45
50
1 st Preferred 2 nd Preferred 3 rd Preferred 4 th Preferred 5 th Preferred
Syngenta Bayer BASF Cheminova Tata Rallies Dupont
1 st
Preferred
2 nd
Preferred
3 rd
Preferred
4 th
Preferred
5 th
Preferred
Syngenta 42.4 21.6 24.8 6.4 0
Bayer 36 45.6 9.6 2.4 6.4
BASF 14.4 18.4 43.2 9.6 9.6
Cheminova 0 2.4 4.8 30.4 28.8
Tata Rallies 0 12 7.2 23.2 41.6
Dupont 7.2 0 10.4 28 13.6
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5) Companies preferred by farmers for purchase of Herbicide
Table No. 4.1.5. Companies preferred by farmers for purchase of Herbicide
1 st
Preferred
2 nd
Preferred
3 rd
Preferred
4 th
Preferred
5 th
Preferred
Monsanto 19.2 25.6 8.8 17.6 20
Excel 37.6 26.4 20 12 2.4
Gharda 1.6 16.8 42.4 17.6 13.6
Cheminova 0 2.4 10.4 23.2 22.4
UPL 12 18.4 7.2 15.2 35.2
Local
Formulators
29.6 8 11.2 16.8 6.4
Graph No. 4.15. Companies preferred by farmers for purchase of Herbicide.
Inference: The result of the survey shows that farmers of Nashik region mostly prefer Excel
Crop Care followed by Monsanto, Gharda, Cheminova and UPL in Herbicide category of
agrochemicals.
Herbicides are least use in fruit and vegetables so farmers prefer the cheapest product in the
market also it was observed that most farmers used loose chemical formulation available at
low rate in the market. But Glyfos Dakar is popular among the farmers growing agronomical
crops.
0
5
10
15
20
25
30
35
40
45
1 st Preferred
2 nd Preferred
3 rd Preferred
4 th Preferred
5 th Preferred
Monsanto Excel Gharda Cheminova UPL
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6) Companies preferred by farmers for purchase of PGR’s
Table No. 4.1.6. Companies preferred by farmers for purchase of PGR’s
1 st
Preferred
2 nd
Preferred
3 rd
Preferred
4 th
Preferred
5 th
Preferred
6 th
Preferred
Godrej 39.2 23.2 17.6 1.6 18.4 0
Cheminova 2.4 0 0 9.6 8 80
Biostadt 17.6 38.4 24 12.8 7.2 0
Omega 8 7.2 36.8 18.4 22.4 7.2
Local
Formulators
12.8 20 15.2 41.6 10.4 0
Unethical
Sources
20 11.2 6.4 16 33.6 12.8
Graph No. 4.1.6. Companies preferred by farmers for purchase of PGR’s
Inference: According to the survey it is observed that in PGR’s segment most farmers prefer
Godrej products followed by Biostadt, Omega Fine Chemicals, Local Formulators and
unethical sources.
0
10
20
30
40
50
60
70
80
1 st Preferred
2 nd Preferred
3 rd Preferred
4 th Preferred
5 th Preferred
6 th Preferred
Godrej Cheminova Biostadt
Omega Local Formulaters Unethical Sources
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In PGR’s segment products like GA3, 6BA, NAA are highly used by Fruit and vegetable
growers in particular Grape and Capsicum. Products like GA3 are purchased by farmers from
Grapes Grower Association of Maharashtra (MRDBS) , so the product of Cheminova is not
so preferred.
7) Awareness among Farmers about Cheminova India Ltd.
Table No. 4.1.7. Awareness among Farmers about Cheminova India Ltd
Frequency Percent
Well aware 103 82.4
Slightly aware 20 16.0
Not aware 2 1.6
Total 125 100.0
Graph No. 4.1.7. Awareness among Farmers about Cheminova India Ltd
Inference: The Above statistics shows that farmers of Nashik region are well aware about
Cheminova India Ltd.
The company is well known among the farmers for insecticide products and for fungicides in
grape growers.
Well aware
Slightly aware
Not aware
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8) Cheminova Product usage by Farmers
Table No. 4.1.8. Cheminova Product usage by Farmers
Highest Moderate Less Least
Insecticide 82.4 8.8 2.4 0
Herbicides 9.6 44.8 36.8 2.4
Fungicide 1.6 31.2 32.8 28
PGR 0 8.8 21.6 63.2
Graph No. 4.1.8. Cheminova Product usage by Farmers
Inference: From the above data is it is found that farmers of Nashik region are using
Insecticides of Cheminova India ltd followed by Herbicides, Fungicides and PGR’s.
Cheminova is having a wide range of insecticide at affordable price so it is highly used.
Herbicides are used by most people for same result, fungicides are less preferred as the range
is less and for PGR’s they have alternate source of Grapes Grower Association.
0
10
20
30
40
50
60
70
80
90
Insecticide Herbicides Fungicide PGR
Highest Moderate Less Least
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9) Factors Considered while purchasing Agrochemicals
Table No. 4.1.9. Factors Considered while purchasing Agrochemicals
Highly
preferred
Preferred Neutral Somewhat
Preferred
Least
preferred
Price 40.8 48.8 3.2 3.2 4
Quality 72.8 25.6 1.6 0 0
Brand Name 48 28.8 23.2 0 0
Past Experience 58.4 32.8 6.4 2.4 0
Dealers
Recommendatio
n
20.8 19.2 26.4 18.4 15.2
Service 28 20 25.6 18.4 8
Graph No. 4.1.9. Factors Considered while purchasing Agrochemicals
Inference: According to the above data farmers of Nashik region consider Quality of
produce most important while purchasing the agrochemicals followed by past experience of
them or other farmers regarding the product, Brand name of the company, Price of the
product. Service by the company and dealers recommendation are least preferred by farmers
of Nashik region.
0
10
20
30
40
50
60
70
80
Price Quality Brand Name
Past Experience
Dealers Recomm
Service
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10) Comparison of Cheminova with Other Companies
Table No. 4.1.10. Comparison of Cheminova with Other Companies
Price Quality Availability Packaging Services
High 17.6 17.6 41.6 20.8 12.8
Similar 26.4 71.2 42.4 40.8 64.8
low 49.6 4.8 9.6 32 16
Graph No. 4.1.10. Comparison of Cheminova with Other Companies
Inference: According to the farmers prices of Cheminova India ltd are low in comparison to
other agrochemical companies.
The quality, packaging and services are similar to others while the availability is slightly high
then other agrochemical companies.
0
10
20
30
40
50
60
70
80
Price Quality Availability Packaging Services
High Similer low
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DEALERS DATA ANALYSIS AND INFERENCES
1) Education of Dealers in Nashik Region.
Table No. 4.2.1. Education of Dealers
Graph No. 4.2.1. Education of Dealers
Inference: From the above statistics it is seen that most of the dealers in Nashik region has
education up to Graduation followed by Higher Secondary, Secondary and Post Graduation.
.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
SSC HSC Graduation Post Graduation
Frequency Percent
SSC 10 17.9
HSC 15 26.8
Graduation 24 42.9
Post Graduation 7 12.5
Total 56 100.0
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2) Companies having Highest Sales of Insecticide in Nashik Region.
Table No. 4.2.2. Companies having Highest Sales of Insecticide
Highest High Moderate Less Least
Syngenta 35.7 53.6 3.6 3.6 3.6
Bayer 57.1 30.4 8.9 3.6 0
Cheminova 0 5.4 76.8 17.9 0
Dupont 3.6 0 7.1 44.6 44.6
Tata 3.6 10.7 3.6 30.4 51.8
Graph No. 4.2.2. Companies having Highest Sales of Insecticide
Inference: Through the survey of insecticide companies it is seen that Bayer crop science is
having highest sales of insecticide in Nashik Region followed by Syngenta, Cheminova,
Dupont, and Tata.
Cheminova is at 3rd
place in the sales of insecticide segment of agrochemicals as its having a
good range of insecticide at affordable price.
0
10
20
30
40
50
60
70
80
Highest High Moderate Less Least
Syngenta Bayer Cheminova Dupont Tata
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3) Companies having Highest Sales of Fungicide
Table No. 4.2.3. Companies having Highest Sales of Fungicide
Highest High Moderate Less Least
Indofil 12.5 16.1 39.3 32.1 0
BASF 33.9 32.1 25 5.4 3.6
Syngenta 50 28.6 21.4 0 0
Cheminova 3.6 19.6 5.4 25 46.4
Tata
Rallies
0 3.6 8.9 37.5 50
Graph No. 4.2.3. Companies having Highest Sales of Fungicide
Inference: As per the above Graphical Representation it gets clear that Syngenta is the
market leader in Fungicide Segment of Agrochemicals followed by BASF, Indofil, Tata
Rallies and Cheminova in Nashik Region.
Cheminova is lacking behind due to less product range in fungicide.
0
5
10
15
20
25
30
35
40
45
50
Highest High Moderate Less Least
Indofil BASF Syngenta Cheminova Tata Rallies
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4) Companies having Highest Sales of Herbicide.
Table No. 4.2.4. Companies having Highest Sales of Herbicide
Highest High Moderate Less Least
Monsanto 8.9 57.1 3.6 3.6 26.8
Excel 73.2 0 23.2 3.6 0
BASF 0 33.9 37.5 12.5 16.1
Dhanuka 17.9 5.4 28.6 33.9 14.3
Cheminova 0 3.6 7.1 46.4 42.9
Graph No. 4.2.4. Companies having Highest Sales of Herbicide
Inference: According to the Market Survey it if found that Excel Crop Care is having the
highest Sales in Herbicide Segment of Agrochemicals fallowed by Monsanto, BASF,
Cheminova and Dhanuka Agritech ltd.
0
10
20
30
40
50
60
70
80
Highest High Moderate Less Least
Monsento Excel BASF Dhanuka Cheminova
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Sector-30, Gandhinagar 67
5) Companies having Highest Sales of PGR’s.
Table No. 4.2.5. Companies having Highest Sales of PGR’s
Highest High Moderate Less Least
Cheminova 0 3.6 0 3.6 92.9
Biostadt 19.6 23.2 23.2 30.4 3.6
Godrej 42.9 30.4 17.9 8.9 0
Omega 30.4 26.8 33.9 8.9 0
Bayer 10.7 16.1 25 44.6 3.6
Graph No. 4.2.5. Companies having Highest Sales of PGR’s
Inference: The data from the survey shows that Goderj is the leading company in the sales of
PGR’s segment of Agrochemicals followed by Omega Fine Chemicals, Bayer Crop Science,
Biostadt and Cheminova India ltd.
0
10
20
30
40
50
60
70
80
90
100
Highest High Moderate Less Least
Cheminova Biostadt Godrej Omega Bayer
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 68
6) Share of different segments in dealer’s sale of Agrochemicals.
Table No. 4.2.6. Share of different segments in dealer’s sale of Agrochemicals
31-40 % 21-30 % 11-20 % 1-10 %
Insecticide 21.4 58.9 14.3 5.4
Fungicide 69.6 23.2 7.1 0
Herbicide 0 14.3 25 60.7
PGR's 5.4 0 60.7 33.9
Graph No. 4.2.6. Share of different segments in dealer’s sale of Agrochemicals
Inference: From the above statistical data it is observed that in dealer’s sale of agrochemicals
of Fungicide is highest (31-40 %) followed by Insecticide (21-30 %), PGR’s (11-20 %) and
Herbicides (1-10 %)
0
10
20
30
40
50
60
70
31-40 % 21-30 % 11-20 % 1-10 %
Insecticide Fungicide Herbicide PGR's
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 69
7) Dealers view regarding Sales of Cheminova India Ltd.
Table No. 4.2.7. Dealers view regarding Sales of Cheminova India Ltd.
Frequency Percent
v. Good 7 12.5
Good 42 75.0
Average 7 12.5
Total 56 100.0
Graph No. 4.2.7. Dealers view regarding Sales of Cheminova India Ltd.
Inference: The Market Survey shows that out of 56 Dealers 75 % says, the sale of
Cheminova India Ltd is good. 12 % says very good and 13 % says average.
v. Good 12%
Good 75%
Average 13%
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 70
8) Level of Dealers Satisfaction with Present Margins of Cheminova India Ltd.
Table No. 4.2.8. Level of Dealers Satisfaction with Present Margins of Cheminova India Ltd
Frequency Percent
Highly Satisfied 9 16.1
Satisfied 29 51.8
Neutral 15 26.8
Highly Dissatisfied 3 5.4
Graph No. 4.2.8. Level of Dealers Satisfaction with Present Margins of Cheminova India Ltd
Inference: It is observed from the data that 52 % Dealers are satisfied, 27 % are Neutral, 16
% are highly satisfied and 5 % are dissatisfied with present Margins of Cheminova India Ltd.
Highly Satisfied 16%
Satisfierd 52%
Nutral 27%
HIghly Disatisfied 5%
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 71
9) Satisfaction of Dealers with respect to Timely Supply, Proper Schemes, Billing and
Cr.Note Accounting by Cheminova India Ltd
Table No. 4.2.9. Satisfaction of Dealers with respect to Timely Supply, Proper Schemes,
Billing and Cr.Note Accounting by Cheminova India Ltd
Frequency Percent
Highly Satisfied 31 55.4
Satisfied 14 25.0
Neutral 9 16
Dissatisfied 2 3.6
Total 56 100.0
Graph No. 4.2.9. Satisfaction of Dealers with respect to Timely Supply, Proper Schemes,
Billing and Cr.Note Accounting by Cheminova India Ltd
Inference: The data from the survey shows that 55.4 % dealers are highly satisfied, 25 % are
satisfied, 16 % are neutral and 3.6 % dissatisfied with Timely Supply, Proper Schemes,
Billing and Cr.Note Accounting by Cheminova India Ltd.
Highly Satisfied Satisfierd
Nutral Disatisfied
55.4
25.0
16.1
3.6
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 72
10) Comparison of Cheminova with other companies by dealer
Table No. 4.2.10. Comparison of Cheminova with other companies by dealer
Price Quality Margins Brand
Reputation
Demand
by
Farmers
Availability Packaging Services
High 0 16.1 21.4 8.9 17.9 64.3 21.4 17.9
Similar 50 83.9 48.2 55.4 58.9 32.1 51.8 69.6
Low 50 0 30.4 35.7 23.2 3.6 26.8 12.5
Graph No. 4.2.10. Comparison of Cheminova with other companies by dealers
Inference: The data shows that the Cheminova products have low price, similar quality,
margins, brand reputation, demand by farmers, packaging, service and high availability at
Nashik region.
0
10
20
30
40
50
60
70
80
90
High
Similer
Low
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 73
11) Dealers opinion on Service of Cheminova India Ltd.
Table No. 4.2.11. Dealer’s opinion on Service of Cheminova India Ltd
Frequency Percent
v. Good 2 3.6
Good 37 66.1
Average 17 30.4
Total 56 100.0
Graph No. 4.2.11. Dealer’s opinion on Service of Cheminova India Ltd
Inference: The market survey shows that 66.1 % dealers say the service of Cheminova is
good, 30.4 % says average and 3.6 % says very good.
.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
v. Good Good Average
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 74
FINDINGS:-
A) Farmers Survey Findings-
1. The company is well known among the farmers for insecticide products and for
fungicides in grape growers.
2. Among all agrochemicals farmers of Nashik region use Fungicides most followed by
Insecticide, PGR’s and Herbicides.
3. Fruit and vegetable production is high in Nashik region, so the usage of fungicides is
highest as it is used as preventive measure followed by insecticide and herbicides as
curative measures.
4. The area under grapes production is high in Niphad, Dindori and Nashik Tahasil of
Nashik region followed by vegetables like tomato, capsicum, brinjal and leafy
vegetables. In agronomical crops most crops grown are Sugarcane, wheat, maize,
soya bean and groundnut.
5. Farmers of Nashik region mostly prefer Bayer, Cheminova followed by Syngenta,
Tata Rallies and Dupont for purchasing insecticides. The farmers are well known to
Cheminova products in Insecticide Segment as it has wide range of products at most
affordable rates in the market with quality product.
6. Syngenta is most preferred by farmers followed by Bayer, BASF, Tata Rallies and
Dupont in Fungicide Segment of Crop protection products. Cheminova is lacking in
fungicide segment as they are having limited product range in the category but the
products like Quatriz and Brunt are popular among Grape Growers.
7. Herbicides are least use in fruit and vegetables so farmers prefer the cheapest product
in the market also it was observed that most farmers used loose chemical formulation
available at low rate in the market. But Glyfos Dakar is popular among the farmers
growing agronomical crops.
8. In PGR’s segment products like GA3, 6BA, NAA are highly used by Fruit and
vegetable growers in particular Grape and Capsicum. Products like GA3 are
purchased by farmers from Grapes Grower Association of Maharashtra (MRDBS), so
the product of Cheminova is not so preferred.
9. Farmers of Nashik region consider Quality of product most important while
purchasing the agrochemicals followed by past experience of them or other farmers
regarding the product, Brand name of the company, Price of the product. Service by
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 75
the company and dealers recommendation are least preferred by farmers of Nashik
region.
10. According to the farmers prices of Cheminova India ltd are low in comparison to
other agrochemical companies. The quality, packaging and services are similar to
others while the availability is slightly high than other agrochemical companies.
11. Farmers especially grapes growers are demanding good fungicide formulations for
Downey mildew and Powdery mildew on grapes.
12. Farmers are complaining about the packaging of old products like Rogar and Classic.
B) Dealers survey findings:-
1. Through the survey of insecticide companies it is seen that Bayer crop science is
having highest sales of insecticide in Nashik Region followed by Syngenta,
Cheminova, Dupont, and Tata.
2. Cheminova is at 3rd
place in the sales of insecticide segment of agrochemicals as its
having a good range of insecticide at low price.
3. Syngenta is the market leader in Fungicide Segment followed by BASF, Indofil, Tata
Rallies and Cheminova in Nashik Region. Cheminova is lacking behind due to less
product range.
4. Excel Crop Care is having the highest Sales in Herbicide Segment.
5. Cheminova is least preferred for sale of PGR’s as farmers are purchasing it from the
Grapes grower Association of Maharashtra.
6. In the sales of dealers share of Fungicide is highest (31-40 %) followed by Insecticide
(21-30 %), PGR’s (11-20 %) and Herbicides (1-10 %) in Nashik region.
7. According to 75% dealers the sales of Cheminova are good in Nashik region.
8. 60-65% of dealers are satisfied with margins given by Cheminova India ltd.
9. 75-80% of dealers are satisfied with Timely Supply, Proper Schemes, Billing and
Cr.Note Accounting by Cheminova India Ltd.
10. According to dealers Cheminova products have low price, similar quality, margins,
brand reputation, demand by farmers, packaging, service and high availability at
Nashik region as compare to other companies.
11. Dealers are expecting more margins, sales promotion activities from company and
more product range in the category of fungicides and PGR’s.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 76
RECOMMENDATION:-
Cheminova India Ltd should increase the product range in fungicide and PGR’s
category as they are more demanded by the Farmers.
The company is good in the sales of insecticides but it is not famous as a brand like
Bayer or Syngenta so, the company should increase it field work for promotion of
company in the form of field demonstration of its products, organizing farmers meet
on various agriculture aspects, advertisement of the product so the farmer can recall
the company easily.
The company should launch its own unique product in the market to create its own
brand image.
The company should improve the packaging of its product for attractiveness and
better keeping quality of Rogar and Classic
The company should provide more sales promotion schemes to dealers to motivate
them.
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 77
FARMERS QUESTIONNAIRE
1. NAME OF FARMER:-
2. ADDRESS:-
AT/POST: - TAL: - DIST:-
3. AGE:-
4. EDUCATION:-
ILLETRATE PRIMARY SECONDARY
HIGHER SECONDARY GRADUATE POST GRADUATE
5. CULTIVABLE LAND
IRRIGATED:-
DRY:-
6. WHICH TYPE OF CROPS DO YOU GROW (GIVE RANK)
AGRONOMICAL
VEGETABLE
FRUITS
FLOWERS
7. CROPPING PATTERN
Sr. No. KHARIF AREA RABI AREA SUMMER AREA
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 78
8. WHICH TYPE OF AGROCHEMICALS DO YOU USE MOST (GIVE RANK)
INSECTICIDE
FUNGICIDE
HERBICIDE
PGR’S
9. WHICH COMPANY YOU PREFER MOST FOR INSECTICIDE (GIVE RANK)
SYNGENTA
BAYER
BASF
CHEMINOVA
TATA RALLIES
DUPONT
10. WHICH COMPANY YOU PREFER MOST FOR FUNGICIDE (GIVE RANK)
SYNGENTA
BAYER
BASF
CHEMINOVA
TATA RALLIES
DUPONT
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Sector-30, Gandhinagar 79
11. WHICH COMPANY YOU PREFER MOST FOR HERBICIDES (GIVE RANK)
MONSANTO
EXCEL
GHARDA
CHEMINOVA
UPL
OTHERS (SPECIFY)
12. WHICH COMPANY YOU PREFER MOST FOR PGR’S (GIVE RANK)
GODREJ
CHEMINOVA
BIOSTADT
OMEGA
LOCAL COMPANY
UNETHICAL SOURCES
13. ARE YOU AWARE OF CHEMINOVA INDIA LTD
WELL AWARE SLIGHT AWARE NOT AWARE
14. DO YOU USE CHEMINOVA’S PRODUCTS
YES NO
IF NO, WHY
UNAWARE ABOUT BRAND UNAVALIBILITY OF PRODUCT
HIGH COST OTHER FACTORS (SPECIFY)
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 80
15. WHICH CHEMINOVA PRODUCT YOU USE
INSECTICIDE
HERBICIDE
FUNGICIDES
PGR’S
16. WHICH FACTORS DO YOU CONSIDER WHILE PURCHASING CHEMINOVAS
PRODUCT?
PARTICULAR HIGHLY
PREFERED
PREFERED NUTRAL SOMEWHAT
PREFERED
LEAST
PREFERED
PRICE
QUALITY
BRAND NAME
PAST EXPERIANCE
RECOMMENDATION
BY DEALERS
SERVICE/SUPPORT
17. COMPAIRE CHEMINOVAS PRODUCT WITH OTHER COMPANY ON
FOLLOWING PARAMETERS
PARTICULAR HIGH SIMILER LOW
PRICE
QUALITY
AVAILABILITY
PACKAGING
SERVICES
18. WHAT ARE YOUR EXPECTATIONS FROM COMPANY?
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 81
DEALERS QUESTIONNAIRE
1. NAME OF FIRM:-
2. ADDRESS:-
AT/POST: - TAL: - DIST:-
3. NAME OF PROPERITOR:-
4. EDUCATION OF PROPERITOR.
PRIMARY SSC HSC
GRADUATE POST GRADUATE
5. FROM HOW LONG YOU ARE IN THIS BUSINESS:-
6. MARKET COVERAGE:-
7. WHAT IS YOUR TURNOVER OF AGROCHEMICALS:-
8. WHICH COMPANIES DEALERSHIP YOU HAVE.
9. WHICH COMPANYS HAVE HIGHEST SALES OF INSECTICIDE (GIVE RANK)
TOP FIVE COMPANIES IN SALES
RANK
1. SYNGENTA
2. BAYER
3. CHEMINOVA
4. DUPONT
5. TATA RALLIES
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 82
10. WHICH COMPANYS HAVE HIGHEST SALES OF FUNGICIDE (GIVE RANK)
TOP FIVE COMPANIES IN SALES
RANK
1. INDOFIL
2. BASF
3. SYNGENTA
4. DUPONT
5. CHEMINOVA
11. WHICH COMPANYS HAVE HIGHEST SALES OF HERBICIDES (GIVE RANK
TOP FIVE COMPANIES IN SALES
RANK
1. MONSANTO
2. EXCEL
3. BASF
4. DHANUKA
5. CHEMINOVA
12. WHICH COMPANYS HAVE HIGHEST SALES OF PGR’S (GIVE RANK)
TOP FIVE COMPANIES IN SALES
RANK
1. CHEMINOVA
2. BIOSTADTH
3. GODREJ
4. OMEGA
5. BAYER
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 83
13. WHAT IS THE PER CENT SHARE OF AGROCHEMICALS IN YOUR SALES?
31-40 % 21-30 % 11-20 % 1-10 %
Insecticide
Fungicide
Herbicide
PGR’s
14. WHAT DO YOU THINK OF SALES OF CHEMINOVA INDIA LTD.?
V.GOOD GOOD AVERAGE BAD V.BAD
15. ARE YOU SATISFIED WITH PRESENT MARGINES BY CHEMINOVA?
H. SATISFIED SATISFIED NUTEAL DISATISFIED H.DISATISFIED
16. ARE YOU SATISFIED WITH THE TIMELY SUPPLY, PROPER SCHEMES, AND
CR.NOTE/ACCOUNTING FROM DISTRIBUTORS?
H. SATISFIED SATISFIED NUTEAL DISATISFIED H.DISATISFIED
17. WHAT ARE YOUR EXPECTAIONS FROM COMPANY?
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 84
18. COMPAIRE CHEMINOVAS PRODUCT WITH OTHER COMPANY ON
FOLLOWING PARAMETERS
PARTICULAR HIGH SIMILER LOW
PRICE
QUALITY
MARGINS
BRAND
REPUTATION
DEMAND BY
FARMERS
AVAILABILITY
PACKAGING
SERVICES
19. WHAT DO YOU THINK ABOUT SERVICES PROVIDED BY CHEMINOVA
V.GOOD GOOD AVERAGE BAD V.BAD
20. ARE YOU SATISFIED WITH COMPANIES POLICEIS?
H. SATISFIED SATISFIED NUTEAL DISATISFIED H.DISATISFIED
21. ARE YOU FACING ANY PROBLEMS WITH COMPANY?
ALWAYS SOMETIMES NEVER
UDAYBHANSINHJI REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT
Sector-30, Gandhinagar 85
BIBLIOGRAPHAY
1. David A Aaker,V Kumar, George S Day “Market Research” 9th
Edition, Wiley India
Edition
2. Richard I Levin, David S. Rubin, “Statistics for Management” Seventh Edition,
Pearson.
3. Donald R Cooper, “Business Research Methodology” Ninth Edition, McGraw Hill.
4. Agrochemicals 2011 conference at Mumbai Feb. 2011
5. http://www.ficci.com/ accessed on ( 20 June 12 )
6. http://www.mahaagri.gov.in. accessed on ( 25June12)
7. http://www.cheminovaindia.in accessed on (5th
May 12)
8. http://nashik.nic.in/ accessed on (28 June 12)